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2012 | OriginalPaper | Buchkapitel

How Does Shifting Ad Budgets Impact Trust in Advertising Media?

verfasst von : Martin Eisend, Silke Knoll, Susanne Schmidt, Ruziye Canbazoglu

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

With increasing numbers of internet users advertisers have put more emphasis on online advertising and have shifted advertising budgets from traditional media to online media (Edelmann, 2007). While the internet certainly provides better ways for measuring the direct impact of advertising (e.g., in terms of click- through rates), it still remains an open question whether shifting from traditional to online advertising leads to higher effectiveness. In this study, we investigate whether and how such an advertising channel shift impacts consumers’ assessment of advertising practices.

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Vorheriges Kapitel Creative Media Choice as a Marketing Signal

Nächstes Kapitel When Bad is Good: The Creative Conundrum of Agency- Client Relationships

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Titel: How Does Shifting Ad Budgets Impact Trust in Advertising Media?
verfasst von: Martin Eisend
Silke Knoll
Susanne Schmidt
Ruziye Canbazoglu
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_27